Reader Tip - Competitive Intelligence

I've been doing marine trade shows for 9 years, and the VERY first thing I do after set up is go to every booth of our major competitor's, collect their brochures, do a quick read and highlight their new policies and offerings, so I have ready answers to questions like, "So why should I use your services over XYZ?" We will even occasionally be 'fast followers', and develop new services to meet or beat the competition. We stay sharp, and both we and the customer win.


- Christine Chinchen, America's Best Charters, ABC Yacht Charters